More than 50% of professional services firms in the UK are not addressing their audiences effectively online. Soba:IQ, a new no-cost diagnostic tool from Soba: Private Label, has been launched to help marketers pinpoint and resolve these issues.
Designed by a Glasgow-based research specialist in market positioning, the tool reviews homepage content against five key factors: clarity, audience targeting, competitive positioning, evidence, and persuasive strength. It instantly generates a score and tailored recommendations.
“In 2025, we definitively proved that professional services firms in the UK are all essentially interchangeable. to the point where no one would even notice.” Said Storm Mackay, managing director of Soba: Private Label.
“Soba:IQ now puts the power in the hands of heads of marketing, chief marketing officers and senior executives to learn what’s wrong and change it themselves.”
The introduction follows Soba’s 2025 B2B Echo Chamber Report, which analysed 1,007 firms and highlighted widespread use of generic language. Around 38% relied on non-specific terms, while 55% did not directly engage the reader.
Among financial service providers such as accountants and tax professionals, the issue is particularly acute, with 64% failing to address their intended audience clearly.
The tool presents results via a visual interface, enabling users to quickly understand performance gaps and implement recommended improvements.
By entering a website URL and basic commercial data, users receive a positioning score out of five instantly, without needing to create an account or provide personal details.
Some users will also have the opportunity to arrange a follow-up consultation at a reduced rate using the code “areyouasadist”, echoing Soba’s challenge to complacent market positioning.
“It’s often said that SMEs are the backbone of the UK economy,” Storm added, “but what we’re seeing with Soba:IQ is a country made up of tepid lifestyle businesses. Firms need to know where they stand on positioning, not six months from now, not after an expensive agency engagement, but today. This tool exists so they can.”
Soba:IQ became available on 8 April 2026 and is open to all UK professional services firms at no cost.
